Abstract: Covid-19 pandemic rapidly affects millions of lives around the world and lead the people to easily adopt in the new normal. Especially, the heritage restaurant industry in the Philippines whereas aggressively change their marketing strategy to comply in government’s protocols, for their business survival and for gaining customers patronization even pandemic occurs. Therefore, this research studied the (5) heritage restaurants around Cavite had close similar menu and offerings- a classic Filipino dishes: Josephine’s Restaurant, RSM Restaurant, Aristocrat Restaurant, Diner’s Original Bulalo Tagaytay, and Casa de Celo of Marcello, to determine of what and how effective their marketing strategies as a remarkable restaurant and lend this as a benchmark to the others. In the help of researchers-made online survey that contains descriptive questions to test the marketing strategies of the heritage restaurants and demographic profile of the 203 customer-respondents whose experienced the offerings of these chosen restaurants. And the gathered qualitative data were statistically analyzed and interpreted. The result presented the level of effectiveness of the 4P’s: Product, Price, Place and Promotional used by the studied heritage restaurants. As a benefit of this study, the researchers composed a marketing strategy that can be used not limited to the other heritage restaurant rather by the broad beneficiaries of this study.
Keywords: Heritage Restaurant, Marketing Strategy, Pandemic, 4P’s.
Title: MARKETING STRATEGIES OF HERITAGE RESTAURANTS IN CAVITE IN TIME OF PANDEMIC
Author: Ariadne Alenika G. Anacay, Ma. Jo-Anne N. Magpantay, Christian Jared D. Nacional, Mr. Mario Luis Jamoralin
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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